Bounce Rate

What is the meaning of Bounce Rate?

This metric is used to evaluate the number of sent mails against the number of bounced or undelivered mails. The metric can be bounce-type specific, for instance, Hard Bounce Rate. Likewise, it can be an aggregate against all bounces versus sent mails. Bounce rates are not always accurate, considering some systems fail to clearly or accurately revert to the sender on why their emails weren’t delivered.

Estimating the bounce rate

When you divide the number of bounced emails by the number of emails sent and multiply the result by 100, you get the email bounce rate in the percentage form.

(# of bounces* / # of delivered emails) x 100 – your email bounce rate

‘Hard Bounce’ Explained

It is a ‘hard’ bounce when the email comes back to the sender without getting to the recipient. Such emails are usually rejected by the receiving email server. A hard bounce may be due to the following standard reasons:

Interestingly, valid email addresses may experience bounces. This is why it is important to thoroughly know how email bounce works.

‘Soft Bounce’ Explained

Soft bounce in emailing terms refers to an email that has bounced back to the sender undelivered, despite being accepted by the mail server of the recipient. A soft bounce may be due to the following standard reasons:

The reasons identified above are uniform. You can easily fix them to improve your bounce rate.

Discover more

← Back to the glossary index
Copy link